Overview
AMD is a Fortune 500 semiconductor company with sellers in over 100 countries, serving automotive, aerospace, oil and gas, federal agencies, and more. At that scale, process inconsistency isn't a minor inconvenience - it's a structural problem.
Every region had its own way of doing things. Notes lived in spreadsheets. Account plans lived in slide decks. Deal qualifications lived in someone's head. There was no shared source of truth, no consistent methodology, and no way for managers or executives to see what was actually happening without calling someone.
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Before Backstory
- No consistent account planning process across regions
- Sales methodology varied by geography - no enforcement possible
- Deal progress only visible through manual reporting
- Coaching was reactive - managers learned about problems after deals were lost
- Critical sales info scattered across spreadsheets, decks, and docs
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Standardized account execution
Getting every key account on the same plan - globally
AMD needed a structured, repeatable way for account teams to plan and execute together. Without it, "key account" meant something different in every region. Backstory gave AMD a common framework. Account teams now meet quarterly using Backstory to guide the conversation - covering account priorities, each person's role, and what success looks like that quarter.
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AFTER BACKSTORY
- Consistent account plans across all regions
- Dedicated account teams for strategic accounts
- Quarterly account team meetings running off a shared structure
- Plan elements exportable for executive conversations
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Opportunity qualification and rep coaching
Moving from gut feel to scorecards - and from reactive to proactive
AMD implemented MEDDIC scorecards in Backstory for deals above a certain dollar threshold. For the largest, most critical deals, VP and C-level leaders review scorecard details directly inside Salesforce - before the deal closes or collapses. Instead of reconstructing what happened after a loss, the team can see what's happening in active deals and intervene early.
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AFTER BACKSTORY
- Consistent opportunity qualification enforced globally
- Coaching shifted from lagging to leading indicators
- Risks identified earlier in the sales cycle
- Executive visibility into the most critical deals in the pipeline
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Efficiency and visibility at scale
Cutting hours of admin work - and making that time back in every region
Before Backstory, getting a clear picture of the top 10 deals in a region took an entire afternoon. Now it takes 30 minutes in Salesforce. Across a global org of AMD's size, that compounds - every rep, every manager, every leader getting hours back per week.
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AFTER BACKSTORY
- Manual data entry time reduced by 75-85%
- Regional pipeline review cut from an afternoon to 30 minutes
- Leadership visibility into deal stage and MEDDIC scores without manual reporting
- Engagement gaps in key deals identified and filled proactively
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What AMD achieved
AMD's sales org went from a collection of regional approaches to a single, enforceable global methodology. Sales hygiene improved. Coaching got proactive. And the platform became something people across the business started asking for - not because they were told to use it, but because they saw what it could do.
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